Understanding what drives online readership popularity is important to individual practitioners and net-enabled organizations. For instance, it helps generate a success “formula” for designing potentially popular websites in the increasingly competitive online world. Research in this area, however, lacks a unified theoretical approach to guide the design of online interactive media as well as to predict their successful adoption and use, from both technological and social orientations. More specifically, few studies have recognized the heuristic power of media-embedded cues, and how technology artifacts can help enhance the effectiveness of these proximal cues. Drawing on the media success literature and the heuristic model of social cognition, we establish a techno-social model for achieving online readership popularity, considering both technology-dependent and media-embedded impacts. The content analysis results of 100 leading weblogs strongly supported our research model and hypotheses. This study carries significant value for sustaining community- and firm-based user networks alike.
p>Dr. Helen S Du, received her Ph.D in Information Systems from City University of Hong Kong, School of Business, in 2008. She is currently an Assistant Professor at Macau University of Science and Technology. Dr. Du has a strong academic and industrial background in the area of Information Management & Information Systems. Her current research mainly focuses on social media adoption, technology-supported learning, Internet ethics and youth issues, and IT innovation. She has published over twenty-five articles in leading journals and international conferences, including Journal of the American Society for Information Science and Technology, IEEE Transactions on Engineering Management, International Journal of Human-Computer Studies, IEEE Transactions on Professional Communication, and Decision Support Systems, among others.</p>